Triggered emails are more likely to be opened, according to a survey.
Epsilon's email trends report indicates a surge in open rates for marketing emails which are triggered as a result of actions such as potential customers abandoning a website shopping cart before the point of purchase.
According to the report, open rates for triggered emails were nearly 53% in Q1 2015, compared to about 30% for Business-as-usual (BAU) messages. Average click rates of 9.7% were 148% higher than BAU emails.
Consumer packaged goods, apparel, general retail and consumer media saw the highest click rates of between 12 and 14%.
“Email continues to be a highly effective method to engage consumers, but marketers are now tasked with developing a content-first approach, as opposed to channel-first, because the path to purchase has become more complex,” said Judy Loschen, Epsilon's VP of digital analytics. “It's important to think holistically about the experiences that inspire consumers to act.”
It is worth noting that the increased click rate may be caused by financial discounts offered in triggered emails - such as, a further 10% if consumers complete a purchase.